2016 ecommerce content strategy: 7 keys to improving conversion and sales

June 9, 2016

Content Strategy for Shopper Engagement, Entertainment and Education

IRCE – Chicago, June 9, 2016

Joshua Nafman – KIND Snacks Alex Schmelkin – Alexander Interactive (Ai)

Hi! I’m Joshua Nafman

Specialize in the Gray Areas of Marketing

Digital, Social, Content, Media

PepsiCo, Starbucks, Apple, ESPN

Hot Sauce Enthusiast

SR. DIRECTOR, BRAND & DIGITAL MARKETING

Hello! I’m Alex Schmelkin

E-commerce strategy, design, and development

Research-based insights

14 years – IMA Top 10 Agency

AdAge & Crain’s “Best Place to Work”

FOUNDER, CEO

Our fav

Content CreationContent Marketing

Content Strategy

Content

Content CreationContent Marketing

Content Strategy

Content

Content CreationContent Marketing

Content Strategy

Content

Content CreationContent Marketing

Content Strategy

Content

This stuff, right?

Snap it???

Slow down

Slow down

Content Content Marketing

Content Strategy

Content is all of the words, images, video, and more that animate your brand, embody your values, and facilitate your customer interactions and transactions.

Content Content Marketing

Content Strategy

Content marketing distributes relevant, valuable content to targeted audiences in order to build brand awareness, attract customers, and drive conversions.

Content Content Marketing

Content Strategy

Content strategy is a commitment to, and a plan for content that works for your business, your team, and your customers.

Why does content strategy matter to ecommerce?

“This matters to me, here and now.”

“There’s something

here for me.”

“This product will serve my needs/

desires.”

“I’m confident in my purchase and that my personal information is safe.”

“I have a relationship with

this brand.”

Entry Points Home Page Product Page Cart Payment SuccessfulCheckout Pay

• Social media posts • Distributed content • WOM/Influencers • Paid advertising • SEO

• Interface copy (header, footer, etc)

• Navigation nomenclature

• Key messages

• Product description • Features/Specs • Product images • Video demo • User reviews • Size charts

• Security info • Shipping costs • Availability • Delivery timing • Return policy

• Order updates • Shipment notifications • Email marketing

Google

Facebook

LinkedIn

Twitter

DirectThe Content Funnel

RELEVANCE RECOGNITION AFFIRMATION SECURITY COMMITTMENT

7 keys to e-commerce content strategy success

01

Align content planning with business goals

IF YOUR GOAL IS TO… MAKE SURE THAT YOUR CONTENT…

Increase market share Meet customers wherever they are

Invites them to return

Keeps them movingIncrease conversions

Increase retention

KIND’S BUSINESS GOAL

Increase household penetration

HOW?

Increase awareness & relevancy

KIND’s distinctive “content voice”

Fun, Witty Unexpected

Optimistic

Transparent

02

Stop committing random acts of content

Get to know your content

You can even grade it…

Over 180,000 items, including technology, office products, breakroom supplies, furniture, industrial supplies, automotive aftermarket tools, and more.

You can even grade it…

DEFINITION

GRADE

EXAMPLES

AA A B C D F

Market Leader

Print Possible

Transaction Possible

No Market Opportunity

Web Possible

Enhanced Web

• Multiple alternate images

• Full category-specific attribution

• Keywords • Synonyms

• Video • Spin (360)

photography • Product tours • Premium relationships

• Category-specific attribution

• Relationships • Hi-res image

• Image • Sell (romance) copy • Assigned to hierarchy

• Carton weight • Item number • Long item description

• n/a

Or, just do math.

Cost of Content = $150

Make sure this is less than: Gross margin $ x Units = Profit

Random also applies to your channels.

KIND Blog (RANDOM)

• Less than 25 visitors per month

• Bounce Rate over 75%

• Repository for anything and everything

• Reallocating resources and changing purpose

• More than 2,500 viewers per article

• Increased Medium, email and social subscribers

• Focused purpose

• Dedicating more resources

KIND on Medium (PURPOSEFUL)

• More than 2,500 viewers per article

• Increased Medium, email and social subscribers

• Focused purpose

• Dedicating more resources

KIND on Medium (PURPOSEFUL)

03

Develop content thatmoves your customers

03

Develop content thatmoves your customers

Even a little user research can uncover insights that have a big impact on your content strategy.

Speak to humans

Find out what [ ] your customers.

Delights Drives Thrills Repels Inspires Shocks

Moves Empowers

Sways Bores Excites Assures

Impresses

Speak to Humans

Joe Clarissa Dyan

Triathlons Rock & ice climbing

Sea kayaking

7-day a week gym addict Hiking

Frequent Business Travel

Group fitness instructor Personal trainer

Holistic health coach

Joe Clarissa Dyan

The Box Matters

• INSIGHT: Warehouse staff needed different information to recognize the product

• CONTENT STRATEGY IMPLICATION: Include a photo of the product’s box in the contents of each product page.

Perspective Sells

• INSIGHT: Adding the 360° view of select tools and equipment to product pages led to a 44% increase in revenue per visitor.

• CONTENT STRATEGY IMPLICATION: Do this more!

04

Design content, not pages

KIND’S BUSINESS GOAL

Increase household penetration

World kindness day visual?>?

The right content for the right channel.

05

Build to scale

culture of content

Grow a content culture

#KINDTeam

Content Organization (Current)

Director

Editorial Lead

Social Lead

Media Lead

Insights Lead

Editorial Lead

Editorial Lead

Editorial LeadWriters

Social LeadSocial LeadSocial LeadStylists

PhotographersPhotographersPhotographersPhotographers

Content Organization (Future)

Director

Editorial Lead

Social Lead

Media Lead

Insights Lead

Editorial Lead

Editorial Lead

Editorial LeadWriters

Social LeadSocial LeadSocial LeadStylists

PhotographersPhotographersPhotographersPhotographers

Design Lead

Production Lead

Production CompaniesProduction CompaniesProduction CompaniesProduction Companies

06

Don’t be afraid to fail

Great, right?!

= $

Kindness ≠ Sales

= $

But, it does increase loyalty (relevance), another important part

of our business goal.

07

Hold content accountable

Find out what works (and what doesn’t)

Product Pages Articles Blog Posts Webinars Charts Avg Content Page

39

77

57

4539

11

Pageviews/content item

Find out what works (and what doesn’t)

Product Pages Articles Blog Posts Webinars Charts Avg Content Page

39

77

57

4539

11

Uh oh!

Pageviews/content item

Find out what works (and what doesn’t)

Product Pages Articles Blog Posts Webinars Charts Avg Content Page

39

77

57

4539

11

Uh oh!

Up-sell Opportunity?

Pageviews/content item

When you see exactly where your content stands, place informed bets on optimization and development.

Track where customers view the content.

Track where customers view the content.

3x revenue per vistor

Over and over again…Repeat

Pick the winners, toss the losers

OptimizeDon’t just collect data, do

something with it

Review Regularly

Against brand, industry, and competitors

BenchmarkFrequent, Likes,

Comments, Shares

Measure ReachFor all content, not just marketing campaigns

Set KPIs

Hold content accountable

Lather. Rinse. Repeat.

Key Takeaways: Content Strategy

1. Align content planningwith business goals

2. Stop committing random acts of content

3. Develop content that moves your customers

4. Design content, not pages

5. Build to scale

6. Don’t be afraid to fail

7. Hold content accountable

Thank you!

KIND Snacksjnafman@kindsnacks.com

Come visit us at booth #835

We’re hiring!We’re

hiring!

Alexander Interactive (Ai)as@alexanderinteractive.com

Download presentation: http://www.alexanderinteractive.com

Alex SchmelkinJoshua Nafman